Personalidad de marca como área de investigación en Educación Superior/ Brand personality as a research area in Higher Education
Resumen
La personalidad de marca facilita el proceso de decisión de compra de los estudiantes e influencia sus intenciones de comportamiento. Dado lo anterior, la presente investigación aplica la metodología de la cienciometría para estudiar el desarrollo de la literatura de personalidad de marca en el contexto de la educación superior. Se identifican 7 artículos que pueden ser considerados como origen de este conocimiento, los cuales están espaciados temporalmente entre 2013 a 2019, se encuentran en 6 revistas indexadas en WoS, en las categorías de business, education educational research, anthropology y economics, y con filiación a 18 organizaciones ubicadas en 10 países. Además, como resultado se destaca que en 4 de estos artículos contribuyen autores afiliados a instituciones de un mismo país y 3 artículos se publican en la forma de cooperación internacional, y también sólo 3 artículos superan las 3 citas. Asimismo, los artículos se agrupan tanto en tres conjuntos por referencias comunes, como en tres agregados por uso común de palabras minadas, destacándose 22 palabras relevantes. Por tanto, se concluye que la personalidad de marca es un tema aún naciente en términos de educación superior, aun cuando la producción científica está sirviendo de referencia para otros textos en WoS.AbstractBrand personality facilitates students' purchasing decision process and influences their behavioral intentions. Given the above, this research applies the methodology of scientometrics to study the development of the brand personality literature in the context of higher education. 7 articles are identified that can be considered as the origin of this knowledge, which are spaced temporally between 2013 and 2019, are found in 6 journals indexed in WoS, in the categories of business, education educational research, anthropology and economics, and with affiliation to 18 organizations located in 10 countries. Furthermore, as a result, it is highlighted that in 4 of these articles authors affiliated with institutions of the same country contribute and 3 articles are published in the form of international cooperation, and also only 3 articles exceed 3 citations. Likewise, the articles are grouped into three sets by common references, as well as into three aggregates by common use of mined words, highlighting 22 relevant words. Therefore, it is concluded that brand personality is a still nascent issue in terms of higher education, even when scientific production is serving as a reference for other texts in WoS.Keywords: Brand personality; higher education; scientometrics; WoS; research lines.
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